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@article{179905,
        author = {Meena Vazirani},
        title = {Exploring the Potential of Bayesian Structural Equation Modelling in Consumer Behavior Analysis},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {12},
        pages = {9102-9106},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=179905},
        abstract = {The present review focuses on the applications of Bayesian Structural Equation Modelling (BSEM)  in the field of consumer research. This reviews theories, methods and various applications of BSEM to study consumers’ decision making, attitudes, and behaviors. It highlights the differences between BSEM and conventional approaches, BSEM’s ability to accommodate complex models, to incorporate pre-existing knowledge, and to produce superior parameter estimates in small samples. It highlights significant research contributions in consumer behavior and demonstrates the usefulness of BSEM in exploring these hidden constructs, mediation, and moderators. Some limitations of BSEM, including its complexity and increased planning requirements, are also discussed in the review. Its conclusion identifies directions for future studies and novel applications of BSEM to the field of consumer behavior, offering useful implications for experts on marketing and consumer psychology.},
        keywords = {BSEM, consumer behavior, posterior, prior, SEM},
        month = {June},
        }